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2014 Australian F1 Grand Prix AIMS To Fill The Motor Show Void Photo:
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Trevor Collett | Feb, 24 2014 | 4 Comments

The Australian International Motor Show (AIMS) might be on permanent hiatus, but carmakers have now been presented with a new way to showcase their latest models.

The Australian Grand Prix Corporation is aiming to fill the gap left by the motor show’s absence with a new car display at next month’s Formula 1 Grand Prix, and is inviting carmakers to attend.

Melbourne’s last AIMS event, in 2011, occurred two months after that year's F1 race. For 2014, carmakers could capitalise on the more than 300,000 people expected to attend the four-day GP event.

At this stage, race fans can expect displays from Renault, Mazda, Porsche, Ferrari and Mercedes-Benz, with several other carmakers also expressing interest.

Porsche is using the Australian F1 Grand Prix to launch its Macan SUV to an Australian audience, ahead of an expected arrival in June.

Renault plans to showcase new technology at the event, so a demonstration of its new 1.6 litre twin-turbo diesel engine is a possibility.

The most recent AIMS, in 2012, was held in Sydney.
The most recent AIMS, in 2012, was held in Sydney.

Australian Grand Prix CEO, Andrew Westacott, outlined plans for a 'motoring precinct' - giving manufacturers the opportunity to showcase their products - to become a key part of the AGP's future.

“Without an International Motor Show, the Australian car industry needs a direct outlet in which to deliver key messaging to consumers and media,” Mr Westacott said.

“Our goal is to work together with automotive brands to establish a motoring precinct at the event in the future. We’ve had such positive interest from manufacturers this year that I’m confident this precinct will become a key part of the Australian Grand Prix moving forward."

The Australian F1 Grand Prix, and the ‘mini’ (for now) motor show, runs from March 13-16.

 
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